What’s worse than waiting months for the next season of your favorite TV series? Seeing spoilers as soon as it’s released. And the more the show is anticipated–as is the case for Money Heist, Netflix’s flagship show that’s releasing it’s grand finale this year–the more serious the problem gets.
Just think of the fact that as much as 12.5% of online conversations related to a single show are spoilers, which peak at the very first hours of the release. A figure that feels unavoidable when the conversation concerns a show with dedicated fans around the world like Money Heist.
That’s why to launch the highly anticipated Volume 1 of the last part of the series, Netflix Italy and creative agency Publicis Italia have organized a special event for the most avid spoiler makers. Thinking they were about to fly to Madrid to take part in an exclusive Money Heist screening, the unsuspecting guests didn’t know that the event would be in the only place where the phones must remain off: on an airplane.
Taking off the morning of Netflix’s worldwide release, the spoiler makers remained in the aircraft, far away from the Internet, for the duration of the first five episodes of the last part of Money Heist. Five hours that allowed millions of fans on the ground to view the series finally free of spoilers while remaining an unforgettable experience for those who were on board: the one and only time anybody would have wanted to be taken hostage by the gang.
Simone Godano of production company Groenlandia directed this campaign video case study.
CreditsClient Netflix Italy Agency Publicis Italia Bruno Bertelli, chief creative officer, Publicis worldwide; Michele Picci, executive creative director; Alessandro Candito, creative director; Andrea Raia, sr. art director; Matteo Gatto, sr. copywriter; Andrea Battista, data strategist; Francesca Zazzera, head of production; Erica Lora Lamia, Beatrice Pepe, producers. Production Event, Event & Communication Agency Paride Vitale Paride Vitale, founder & CEO; Maria Teresa Frezza, event manager; Elisabetta Savoia, event specialist. Production Video Groenlandia Simone Godano, director; Leonardo Godano, exec producer; Cecilia Passa, producer; Leonardo Mirabilia, DP; Enrico Munarini, editor.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More